Facebook fans & Twitter followers of 5 star city hotels in Europe

On Social Media, your main target should be all about getting “Engage” with your fans and followers. Total number of Facebook Likes or Twitter followers are THE two basic metrics, that considering the limit of 1st one (you can buy Likes), can still reveal themselves useful to detect trends on hotel social media adoption on different markets and how individual hotels concentrate their efforts and resources by network.

City

N. of 5*
Hotels

N. of
Rooms

% Hotels with
Facebook Pages

% Hotels with
Twitter Profiles

Nearly all 5 star hotels in those key European cities have a Facebook page. However, nearly 1 out of 5 of those luxury hotels have no presence on Twitter.

Table: 5 star hotels – Facebook Likes and Twitter Followers

TOTAL832 11937 940457 572

City

Fb Likes
2 May-14

New Likes
since 1 Apr-14

Twitter followers
5 May-14

Barcelona

126 310

3 775

34 205

London

384 101

11 136

359 093

Paris

272 973

17 691

58 679

Rome

48 735

5 338

5 595

In relation to size of 5 star hotel offering (number of hotels and number of rooms available a given night), Paris is outperforming its rival cities on total number of Facebook Fans.

In Rome, the total number of new likes for the 5 star hotels increased an astonishing 12,3% in a month. Rome is clearly trying to catch up and is investing new resources to develop their presence on Facebook.

When 5 star Hotels in London have nearly the same number of Twitter followers than Facebook Fans (93%), in all other cities, this number is 4 to 10 time smaller: 11,5% in Rome, 21% in Paris, 27% in Barcelona

Following roll out of new Twitter design announced on 1st of April, 29% of 5 star hotels in those 4 cities, had adopted new Twitter profile one month later (5th of May). Really few have yet to use the new banner format to share messages from their latest marketing campaigns.